While viewers of Fox series such as American Idol and The X Factor are used to seeing not-so-subtle sponsorship arrangements within the show, those that watch the original version of The X Factor in the UK will be fairly unfamiliar with the concept on the reality show, though that mindset could be about to change after the ITV series announced its first official product placement deal.

The first time that they are to be paid for featuring a company’s products, all mobile devices seen on the series will be made by Samsung, with the South Korean company also gaining a key presence on the show’s websites through a deal with production companies Syco and Fremantle Media.

As well as having a visible brand presence on spin-off content such as The Xtra Factor (ITV2) and ‘online video diaries’ (through the show’s website and Facebook/Twitter feeds), the arrangement will also ensure that contestants maintain the omnipresent branding on the show by being given a free Samsung smartphone and tablet to every contestant (presumably with the condition of not using their original products) in the live show rounds, which begin next week.

Samsung Electronics UK & Ireland’s head Avikar Jolly, the head of brand & communications Avikar Jolly said of the deal with The X Factor: “We’re excited to be working with ITV and FremantleMedia Enterprises on this partnership for The X Factor. We pride ourselves on our devices being innovative and industry-leading so the fact this is a ‘first’ fits perfectly with our own ethos and ambitions as a brand.”

Mark Trinder, a sales director for ITV, added of how the product placement fits into their plans while laughably referencing the show’s ‘editorial integrity': “We are delighted to be working with Samsung and this initiative is a key part of a wider and integrated multiplatform partnership. Editorial integrity remains at the heart of what we do, and we feel this is an excellent brand fit.”

Dominic Burns of FremantleMedia summarised: “Samsung is a fantastic brand and the perfect partner to pioneer product placement on The X Factor. We look forward to working with Samsung to make this key multi-platform relationship a success.”

Set to follow on from the American version’s deals with Pepsi and Simon Cowell’s own ‘X Headphones’ in featuring on The X Factor, how far will Samsung manage to take advantage of the relatively recent UK product placement laws?

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